A New York-based lingerie brand is hoping to change the way women buy bras and underwear with a new online boutique, BeMe New York, which launched this summer.

Its investors are venture-capital funds that focus on tech retail. They say they saw a seismic shift in the retail model — everything is going online. BeMe is going after the more established brands in the lingerie space.

The sales pitch is very unlike that of Victoria’s Secret, which has a stranglehold on the market. (Calvin Klein is another big player.)

BeMe says it won’t have celebrity models endorsing the lingerie, which is designed in New York and made in China, from European- and US- sourced fabrics.

“Our models are not ‘done.’ They have natural boobs. They aren’t wearing makeup. We are not about celebrity but being real women, real girls,” said Rebecca Zuber-Sherr, a British partner in the company who worked in chief executive roles at fashion houses in Europe, Israel and the US.

That’s a far cry from Victoria’s Secret, which has $6 billion in sales, and its own “Angels” supermodels, including Adriana Lima and Miranda Kerr.

Zuber-Sherr started the company with Michael Cifarelli, a fashion-advertising executive. The company has seed money totaling $1.5 million and projects multimillion dollar sales in the next two years. Its soft launch sales have been strong, she said.

Zuber-Sherr said the price range ($22 to $38 for bras, and $10 for panties ) has had 4 percent return rate. “The usual online return rate is 2 out of 10 garments.”

The company competes with the giants by offering an easy-to-navigate site, and free overnight shipping and returns so women can buy and try in the comfort of their own home.–Julie Earle Levine